Rebranding and Packaging for Premium Ice Cream Brand
Asprey Creative - Connoisseur
Connoisseur is a household name as the best-tasting premium take home ice cream in Australia, but on shelf it looked terrible.
We took a tired ice-cream brand that lacked visual impact and gave it a complete overhaul using colour and imagery to seduce consumers. We completely modernised brand and pack to better express Connoisseur’s positioning of ‘precious indulgence’. Our clever use of food styling doubling as a brand element dramatically improved taste appeal and shelf standout.
The new branding proved irresistible. Consumers were seduced by its simplicity and sophistication. In the first year sales were up by 35%.
Design Agency Name: Asprey Creative
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Rebranding and Packaging for Premium Ice Cream Brand
Brand / Project Name: Connoisseur
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy, Consumer Tone of Voice, Consumer Product Brand Architecture
Design Deliverables: Consumer Rebranding, Consumer Brand Guidelines, Consumer Graphic Packaging
Market Country: Australia
Market Region: Oceania
Project Category: Frozen Food
Consumer Packaging Format: Bucket
Consumer Substrate / Material: Pulp Carton